Lacoste is a classic chic premium brand which was democratized in spite of itself in the 90's. A move that the brand accepted and is proud today to embrace all cultures.

To reinforce a positioning that is relevant to its target audience, the Crocodile wishes to move towards inclusion, the collective and the celebration of differences.

The “Unexpected Encounters” campaign defines a renewed creative territory that gives life to their new brand mission built around the liberation of movement and the connection between cultures.

The campaign, entitled "Unexpected Encounters", demonstrates that Lacoste transcends time and gender, being worn by people appropriating the Crocodile in their own way.

Inspired by the diverse Lacoste community, the new campaign reveals that moment when two very different people meet by chance and discover that they have something in common: a piece of clothing bearing the Lacoste crocodile.

To reinforce the authenticity of these encounters, the protagonists are largely embodied by a street casting of people who had never been models before and took on this role for one day, with spontaneity and freshness.

This new Lacoste brand campaign features the power of the crocodile. It unites as much as it allows everyone to express their differences. The crocodile stands at the rallying point at the crossroads of cultures, generations, and styles.

On business impact, the sale of pink polo shirts, visible on the campaign, increased by 30% and the flip-flops sold out.

In terms of media impact, the campaign is in the top 20% of campaigns tested by Kantar on engagement, and in the top 10% on attribution.

In terms of commercial impact, the campaign is in the Top 30 that generated the most buying interest, which is even more remarkable for an image campaign.

Moreover, Lacoste is in the Top 20, both in terms of communication and differentiation.

The media results also demonstrate the very good reception of this campaign by the public. With an average organic reach of 314k, and an average view rate of 210k (+56% vs 2021 campaign), each asset was particularly effective.

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